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[MUSIC PLAYING] In this final lesson, I'm going to show you the advanced features to help you gain even more meaningful insights from your reports here. I'm going to show you how to annotate your reporting so that you can keep track of all the big changes you've made to your website, as well as marketing campaigns. Here, we'll also take a deeper look into the assisted conversions and multi-channel reports and help you understand and compare the different attribution models.
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The last part, I'm going to show you how to create and use custom segments in your reporting. Custom segments are an advanced feature in Google Analytics that allow us to even further slice and dice our data to extract meaningful insights for our report. For just about any report in GA, we can add a custom segment to better view and understand how that group of people perform on our website.
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Here you can choose from a variety of predefined segments that will give you a better view of how these groups of people are interacting on your website. From there, you should be able to find interesting nuggets of information that you can then translate into further growth for your business. Because every business is unique, the ability to create custom segments for our own business is imperative.
1:31
And so here, I'm going to show you how to create a custom segment that is meaningful for your business. First thing you want to do is make sure you have a good name for it. And then you have to choose what criteria you want to have for this segment. In this example, I want to find all of the customers that have spent at least $250 in our online shop.
1:57
So here, we're going to navigate to the advanced section and select conditions. I've preloaded much of this but you can choose from a variety of different criteria based on your user experience for this segment. We'll hit revenue per user greater than $250. Here on the right-hand side, you can see how much of your segment is fine by this metric.
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If everything looks good, you can just click Save. Now, we can see how these big spenders interact on our website, including what channels they are most likely to come from and what their most popular products are. Another great custom segment for e-commerce shops is the repeat customer segment.
2:54
This is essentially any customer that has made more than one purchase on your website. These people are clearly a valuable asset to your business and be great to figure out how we can find more of them. As business owners, we know that it's not always easy to get somebody to purchase the first time they come to our website.
3:18
But with Google Analytics, unfortunately, that's generally how they attribute our conversions and sales. That isn't always how it works in the real world. With the multi-channel funnel report, we can see how all of our different marketing channels contribute to a final sale. The assisted conversions report allows us to see how each channel contributes to the final sale, even if it wasn't the last touch point if the user enter our website from.
3:49
So as an example, if a user were to see a social media post and visit the website and then come back a few days later through a paid ad, we can then see how that social media post and that paid ad contributed to your revenue. The top conversion path report allows us to see what the most common parts to purchase are based on a different set of criteria.
4:19
So we can see here that paid search is a big driver of our bottom line. You can also see that direct, organic, as well as some referral data contributes to our purchases. Now, that you have a better understanding of how multi-channel funnels work and how the different marketing channels can play a part in reading and generating revenue for your business, it's important to understand how attribution can be changed around to create more importance across different profiles.
4:53
So out of the box, Google Analytics gives our attribution for a sale or a goal conversion to the last touch that a user entered the website from. But here we can create comparison models to see how they factor and create different effectiveness over time.
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In this example, we're using a time-decay attribution. What this means is that from the first touch to the last touch, each channel gets a little bit more of the share of the pie. So if that user visited our website for the first time through a social media post and then through an organic search and then from an email, that email would get the most credit, with the organic search getting the second most, and then the social media getting the least, but each one gets a piece of that attribution.
5:54
This can help you decide what markets and where you should allocate your marketing dollars so that you can make smarter business decisions because if we only look at that last touch interaction, we might see that social media doesn't actually bring in any revenue. But in truth, it does help foster that relationship and trust that a user needs to make a purchase from. So when we're looking at our goal conversions, as well as sales funnels, remember that it's just the last touch, and that there are a lot of other pieces at play that may not obviously represent right away.
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